CUSTOMER SERVICE AT

SINGAPORE AIRLINES
FACTS:
SIA is considered as role model for service in airline
industry.
It primarily focuses more on customer satisfaction.
Customers were not only satisfied but DELIGHTED with
the services.
Brought innovations in service marketing.
Won many awards for its effort in maintaining customer
service standards.
SIA topped the list of international airlines in categories of
safety,trust,customer service and food.
ROUTE MAP:
 DIFFERENTIATION
STRATEGIES:

SIA mainly operates young and modern aircrafts.

Average age of SIA aircrafts is 6 years where as other
aircrafts its almost double.
Representatives observed that customers preferred new
planes as they considered them safe.
Reduced maintenance cost.
SINGAPORE GIRL:
SIA created a marketing icon THE SINGAPORE GIRL.
The USP of SIA is the Singapore girl dressed in specially
designed traditional BATIK SARONG KEBAY.
Singapore girl became the central idea of SIAs marketing
strategy their photographs and slogans were used to
market the airlines.
Because of their personality figure Singapore girl
considered as a marketing icon.
SIA used 50% advertising with Singapore girl and only
9.6% were others.
INFLIGHT SERVICES:
SIAs DIFFERENTIATION strategy was based on
inflight services.
Best food international culinary panel of chefs.
SIA offered small size of bottles.
Sleeper suits & toiletry kits for comfortable journey.
Writing facilities were provided.
Used entertainment systems called WTSEMENT.
Seat telephones.
In 2001 email services & web services were included.
GROUND SERVICES:
SIA developed quality standards to improve ground service.
Airline computerized its reservation system wayback in 1973.
Reservation through phone/fax.
Check in services are flexible.
Internet check ins.
Electronic ticketing in 1997.
Reservation through credit card.
Strict in checking luggage.
Frequent flyer programme-KRISFLYR.(CLV).
KRISFLYR programme excess baggae allowance,guranteed
reservation,check ins at specially designated counters.
SWOT ANALYSIS:
STRENGTHS:
Well known world wide.
Reputed high level of service quality.
First class environment.
Clean and hygienic.
Extremely safe.
WEAKNESS:
Not price competitive to other airlines.
High expectations may lead to dissatisfaction of customers.
Did not have access to many routes.
SIA is still restricted fro access to other routes.
SWOT ANAYSIS(CONT):
OPPURTUNITIES:
Rapid growth in air transportation.
Increase in affordability of people thought it is a
premium brand.
THREATS:
Global economy downturn.
Fuel prices.
Competitive market eg: British airways.
Govt intervention can result in costly rules and
unexpected new international competition.